000			00925pab a2200169 454500
008			180718b2006 xxu||||| |||| 00| 0 eng d
100			_aAgrawal, Anand
245			_aIntegrated marketing communication: need, approaches, and issues - a research perspective
260			_c2006
300			_ap.57-65.
362			_aFeb
520			_aThis article aims at presenting a bird's eye view on the needs, approaches and issues related to Integrated Marketing Communication (IMC) with a research perspective. This can help the researchers to carry out the literature survey. This account traces the history of IMC and the different needs and models evolved, leading to the use of IMC as a prevalent marketing communication form. Some problems of integration are also discussed in the article. - Reproduced.
650			_aMarketing
700			_aAgrawal, Preeti
773			_aICFAI Journal of Marketing Management
909			_a68867
999			_c68867 _d68867